Study: 57% Of Aussies Can’t Recall An Ad They Remember Feeling Positive About

Study: 57% Of Aussies Can’t Recall An Ad They Remember Feeling Positive About
SHARE
THIS



Independent agency Magnum Opus Partners (MOP) have a long history of polling the public to find out what advertising they like and dislike, with their well-respected MOP Awareness Study, conducted by Think Global Research.

So imagine if you poll 1,500 people that reflect the general Australian population today and ask them which ads they’ve seen that really made an impact on them: ads that they really liked, or disliked, by just letting them nominate any ad from amongst the thousands they see every week.

And then the majority of those Aussies come back and tell you they can’t think of a single one.

In previous surveys there have usually been clear winners – in the past, for example, iconic ads like “Not Happy, Jan” for Yellow Pages, and “Which Bank” for the Commonwealth Bank stood out from the crowd.

But this year, a massive 857 people – 57 per cent of the sample – couldn’t indicate even a single ad that they could remember feeling positive about.

Not only that, but an even bigger percentage – 66 per cent – couldn’t think of one ad they actually disliked, whereas previously the survey had found ads that seemed to drive everyone nuts. While a few market segments – gambling ads, for example, “screaming retail”, and insurance and banking – seem to be polarising, no one advertiser seemed to be saying anything much that stirs people up very negatively.

Not being able to remember any ad may have been the top reply for respondents, however, Coles, Woolies and ALDi ads were equal second for the most recalled ads. Kmart came fifth, McDonald’s sixth and Qantas rounded out the top seven.

Commenting on the survey, agency director of strategy Stephen Yolland commented: “It’s been awhile, so we were very interested to see what’s changed. And it’s very obvious from the results that consumers today seem increasingly underwhelmed by the advertising on offer.

“Almost nothing seems to be both cutting through and impressing people. There are successful exceptions, but certainly very little is being spontaneously remembered. Which means we all seem to be spending an awful lot of money just to leave people ‘cold’, and as ad agencies if we’re going to be responsible with our clients’ money then we need to look at that.

“We all know that advertising works in different ways, and just because an ad or a brand doesn’t come up in an unprompted survey like this as being liked and remembered doesn’t mean it isn’t doing any good. It can perform better when people are prompted to recall it, or it can work well when seen or heard in conjunction with other mediums, such as radio, billboards, online, catalogues, or other reminders.

“But to have almost nothing producing a ‘watercooler effect’ that is strong enough to be picked up in a survey like this does suggest that both the creativity and the entertainment value of the work we do has declined somewhat, and also possibly that there is now so MUCH advertising in the market that many ads seem to be being effectively ‘tuned out’ by consumers.

“We also suspect that the big switch of media dollars into online has resulted in a fall
in product and brand awareness from the days when the vast majority of media money was spent on TV. Nearly two billion Australian advertising dollars now go into online. That’s a huge switch in advertiser behaviour. Where that growth in online expenditure has replaced expenditure in other mediums, as opposed to supplementing it, there may well have been a fall in both ad and brand standout.”

Online ads might be useful – indeed they are, just as with any medium – but we think these findings suggest that they are pretty much useless in terms of creating brand positivity, as they are nearly always transactional in nature. And frankly, it is very hard to convey emotion in a banner ad or create an emotional connection with it, when all’s said and done.”

Please login with linkedin to comment

Magnum Opus Partners

Latest News

Gender Equality
  • Technology

Hotwire Launches Australia-First Initiative To Tackle Gender Diversity In Tech 

Global communications agency Hotwire today reiterated its commitment to driving diversity in tech, with Hotwire Australia announcing it will offer free media training for women in 2019. The initiative was developed in response to the dire need for greater gender diversity in the Australian tech sector, with Hotwire keen to ensure it plays its part to make this a reality for the industry. Hotwire Australia held its first ‘F […]

“She’s Clearly Got A Talented Gynecologist!” Julia Roberts’ “Holes Get Better With Age” Headline Goes Viral
  • Media

“She’s Clearly Got A Talented Gynecologist!” Julia Roberts’ “Holes Get Better With Age” Headline Goes Viral

No one loves a hilarious typo quite like B&T (namely because we make our fair share of ’em), but a headline from the esteemed Post-Journal over the weekend definitely caught our eye. The newspaper, based in Jamestown in upstate New York, featured an article with the acclaimed actor Julia Roberts with the headline that read: “Julia […]

by B&T Magazine

B&T Magazine
Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

JCDecaux-Owned APN Outdoor Snags Perth Airport
  • Media

JCDecaux-Owned APN Outdoor Snags Perth Airport

APN Outdoor, now part of JCDecaux, has signed an important new agreement with Perth Airport. This rounds out its existing contract covering internal advertising in all four terminals, as well as external billboards approaching and within the Perth Airport precinct. APN Outdoor currently holds the rights to all external advertising at the Airport, along with […]

Tavel, Food, Fashion, Health! It’s Pinterest’s Top 100 Trends For 2019
  • Marketing

Tavel, Food, Fashion, Health! It’s Pinterest’s Top 100 Trends For 2019

Social media site Pinterest has today unveiled its top 100 trends for 2019 based on its user searches. The company claims its annual list is based on data from its 250 million visitors each month, while 175 billion ideas have been saved to three billion boards to-date. The list covers everything from travel, health, food, home to men’s and […]

Bunnings & Esky Plus Launch Frightfully Good Summer Ad
  • Advertising
  • Campaigns

Bunnings & Esky Plus Launch Frightfully Good Summer Ad

Cooler box maker Esky together with Bunnings have launched their latest TV commercial titled ‘Prey’ with the release of the new Esky Plus. Set against a far Northern Queensland looking river backdrop, the ad features a frightfully large crocodile as it launches from the riverbed and absconds with the product. The ad, which was conceived […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Marketing
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]

WPP AUNZ Unveils Rebrand As Part Of Global Repositioning
  • Advertising
  • Marketing
  • Media

WPP AUNZ Unveils Rebrand As Part Of Global Repositioning

WPP AUNZ has unveiled a new brand in line with WPP’s global repositioning as a “creative transformation company”. Developed as part of WPP’s refreshed brand identity, the new look also reflects the company’s simplified offer to clients, consisting of four key pillars: communications, experience, commerce and technology. The identity was created by WPP agencies Superunion […]

by B&T Magazine

B&T Magazine
Remarkable Marketers: Meet The AFL’s Julian Dunne
  • Marketing
  • Partner Content

Remarkable Marketers: Meet The AFL’s Julian Dunne

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]